Facebook Changes Newsfeed Algorithm  

June 30, 2016

Written by Anne McKinnon | Executive Assistant | CLICKON Media

Yesterday Facebook announced that changes will be made to the newsfeed algorithm (again) to focus more on posts from friends and family.

Publisher content will have greater competition from stories posted within an individual’s network which means we will all have to continue stepping up our game. Quality of content will need to get  better and better. Our team will be placing even more importance on video content as well.

Here are the top three reasons why video is the way to go:

Video has greater potential to spread organically.

They say a picture is worth a thousand words so we like to think a video is worth a million. Video tends to evoke stronger reactions than photo or text which greatly increases the odds of it being shared. When planning, filming and editing original content our team makes sure that the piece is either useful, hilarious, opinionated or relatable in order for it to inspire conversation and sharing.

Multi-sense story telling is more effective.

It’s far easier for viewers to retain information when content has both visual and auditory components. As soon as there is a way to incorporate smell we will be doing that too. Multi-sense story telling engages viewers on an emotional level much more effectively than purely visual ads.

Take the new Under Armour Ads, Rule Yourself, for example:

Under Armour

 

The difference between the image ad and the video is undeniable. Watching the gymnasts train clearly engages a different part of the brain and creates a more impactful impression than the still image.

Video offers an experience.

Content is mostly viewed on mobile phones as users scroll through their newsfeed to connect with friends and family for entertainment. Content that transports the viewer to a different time and place is found to be most effective.

The Displaced is an innovative example of the power of video.

This piece was created for the launch of the NYTVR app (New York Times Virtual Reality). It features a VR feed that places users directly amid the refugee crisis to experience to better understand its impact first-hand. This offers users one of the most experiential methods to consume news.

We are excited to continue to improve and to be creative with our original video content not just because of Facebook’s latest changes, but to continue to offer viewers a better digital experience.